A valued asset to a 21st-century watch brand could take many forms: It could be the pride of an autonomous manufacture in the famed Swiss Watch Valley; or the genius at the helm of design; or the mastery of an artistic technique so obscure it has practically never been heard of. To Longines, however, a valued asset is less of a thing, but more of a feeling. “Elegance is our DNA,” reveals Juan-Carlos Capelli, vice president of the Swiss watchmaker. “To some, elegance may mean having a sense of style. To others, elegance may mean a beautiful object. But above all that, we believe that elegance is an attitude,” he adds.
And the brand stands by that credo. Its A-list celebrity ambassadors, such as Kate Winslet, Eddie Peng and former world no.1 tennis champions Andre Agassi and Stefani Graf, are among the most charismatic in Hollywood and on the sporting field – and the Longines timepieces they wear are just as tasteful.
Truth be told, it is nearly impossible for a Longines watch to look out of place. Since its founding in 1832, the brand has upheld a distinct, timeless sensibility that is easy for people to appreciate and pull off. This appeal was unmistakable when La Grande Classique was unveiled in 1992 to meteoric success. With slender, polished steel cases at only 4.20mm or 4.45mm in thickness, the feminine model fit the bill of an elegant ladies timepiece to a T.
This year, Longines updates the all-time favourite in an unexpected palette of feel-good pastel hues. There are three versions (pink, white or blue), each decorated on the dial with a graphic star-like motif that’s cut and arranged in beautiful mother-of-pearl. To complete the look (the most energetic and youthful one Longines has ever embraced in its designs), playful alligator straps also come in the same delicate colours for a harmonious finish.